Healthy Skepticism Library item: 8350

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Cronin WF.
Marketing to the new decision makers
Pharmaceutical Executive 1985 Nov; 5:48, 50, 53

Abstract:

The concerns and needs of various members of the new decision-making groups that influence drug purchases and prescribing decisions in today’s cost-conscious health care industry are described, and the power structures of alternative health care delivery systems—HMOs, PPOs, ambulatory and emergency care centers, surgicenters and home health care—that are rapidly entering the marketplace are investigated as aids to pharmaceutical marketing. Practical suggestions for identifying the specific needs of the health care decision makers, such as hospital pharmacists, physicians, hospital administrators and financial officers, for effective marketing in a cost-conscious environment are presented.